CUSTOMER JOURNEY MAP AS A TOOL IN UX DESIGN: ANALYSIS OF FORMATS, CAPABILITIES, AND LIMITATIONS OF APPLICATION

Authors

Nurayim Ruslanovna Baiterekova Kyrgyz-German Institute of Applied Informatics
Sergey Vladimirovich Koryakin Kyrgyz-German Institute of Applied Informatics

Keywords:

Customer Journey Map, user journey map, UX design, user experience, interaction scenario, touchpoint, empathy, visualization, service design, UX research

Abstract

This article analyzes the Customer Journey Map (CJM) as a tool in the context of UX design. It examines key formats of user journey maps, their specifics, as well as the possibilities and limitations of their practical application. The structural elements of CJM and their relationship with the stages of the design process are demonstrated. Based on a comparative analysis, a combined approach to using CJM is recommended to maximize its potential in identifying user experience problems.

References

1. Rosenbaum, M. S., Otalora, M. L., Ramirez, G. C. How to create a realistic customer journey map // Business Horizons. – 2017. – Vol. 60, No. 1. – URL: https://www.sciencedirect.com/science/article/abs/pii/S0007681316300982?via%3Dihub (дата обращения: 09.10.2025).

2. Lemon, K. N., Verhoef, P. C. Understanding customer experience throughout the customer journey // Journal of Marketing. – 2016. – Vol. 80, No. 6. – URL: https://journals.sagepub.com/doi/10.1509/jm.15.0420 (дата обращения: 01.10.2025).

3. Kalbach, J. Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams. – Sebastopol: O’Reilly Media, 2016. – 400 с.

4. Stickdorn, M., Schneider, J. This is Service Design Thinking. – Amsterdam: BIS Publishers, 2010. – 376 с.

5. Gronroos, C. Service Management and Marketing: Managing the Service Profit Logic. – Chichester: John Wiley & Sons, 2015. – 496 с.

6. Floor, N. This is Learning Experience Design: What it is, how it works, and why it matters. – Amsterdam: BIS Publishers, 2021. – 192 с.

7. Thomas, B. Anticipate: Knowing What Customers Need Before They Do. – New York: McGraw-Hill Education, 2014. – 272 с.

8. Cooper, A. The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity. – Indianapolis: Sams Publishing, 1999. – 288 c.

9. Peppers, D., Rogers, M. Managing Customer Experience and Relationships: A Strategic Framework. – 3rd ed. – Hoboken: John Wiley & Sons, 2017. – 464 c.

10. Govella, A. Collaborative Product Design: Help Any Team Build a Better Experience. – Sebastopol: O’Reilly Media, 2019. – 368 c.

11. Rawson, A., Duncan, E., Jones, C. The Truth About Customer Experience // Harvard Business Review. – 2013. – Vol. 91, No. 9. – URL: https://hbr.org/2013/09/the-truth-about-customer-experience (дата обращения: 01.10.2025).

12. Корякин, С. В. Разработка универсальной среды проектирования автоматизированных систем защищенного исполнения / С. В. Корякин // Проблемы автоматики и управления. – 2021. – № 2(41). – С. 40–55. – EDN EFUUDC.